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Schweppes reveals biggest UK investment in 200 years

Published:  03 October, 2017

Schweppes has given its mixers portfolio a complete overhaul, including a new premium flavoured range, as part of the brand’s biggest investment in 200 years.

The new five-strong range of naturally flavoured premium mixers – Schweppes 1783, is being rolled out now in new 200ml skittle-shaped glass bottles featuring a golden Schweppes sash and black livery.

Modelled on the original Schweppes skittle, which was blown and formed in a single piece by inventor Jacob Schweppe back in 1783, the new bottle shape has also been introduced across the brand’s Classic range.

Supporting the re-launch with a £6.6m marketing campaign between now and December, brand owner Coca-Cola European Partners will be hoping to starve off stiff competition from rival Fever-Tree.

With off-trade sales totalling £68.2m, Schweppes continues to be the top brand, but Fever-Tree is snapping at its heels. So much so, that if the pioneering premium mixers brand, which saw sales soar by £27.6m – a 14% jump – to £46.4m in the past year, can continue to grow at even half this level, it will be competing for the number one brand position in the off-trade next year (IRI 52 w/e to 22 July, 2017).

The “unprecendented” marketing support would encourage trial of the new 1783 range and drive sales, with the last quarter of 2017 poised to be massive for the brand, said Simon Harrison, customer marketing director GB at Coca-Cola European Partners.

“Schweppes is an iconic brand with a strong British heritage, and 2017 marks a new chapter in the brand’s long and impressive history. Our new signature shaped skittle bottle will provide a premium exterior to the popular liquid and effervescence bottled inside, while our new Schweppes 1783 range combines the perfect carbonation and balanced taste of Schweppes with natural ingredients and unique flavours,” he said.

Designed to appeal to “new age of mixer drinkers keen to discover new taste combinations”, the Schweppes 1783 range consists of Crisp Tonic Water, Light Tonic Water and Golden Ginger Ale alongside Salty Lemon Tonic Water and Quenching Cucumber Tonic Water.

Each flavour had been “carefully created to marry perfectly” with the finest spirits to elevate the taste sensation, said Harrison.

Running now, the campaign comprises out-of-home, TV and cinema advertising as well as sponsorship of the Jonathan Ross Show, experiential marketing and a digital campaign.